Exactly, it seemed like Apple has really held back on the Apple Tv. I think their original plan hasn't panned out yet with the "replace your cable" deals, but they also had to release the hardware now.

Maybe future software upgrades will bring something more enticing?

I was sort of put off by the no 4k support. I will most likely have a 4k tv within the year and much more content will be in 4k.

Note: the version without the gaming controller is $99.